Everybody knows that the wine market in China is very dynamic with a 25% annual growth. French wine enjoys a good reputation, compared with wines from different parts of the world and with prices generally much more affordable.
The market was previously price oriented, the more expansive the wine is, the better quality it has. But nowadays the Chinese are staring to drink more and more cheaper wines as well.
White and red wine are slowly getting into the Chinese market but the consumption is still dominated by red wine. The wine market in China is expected to increase by 53% between 2012 and 2015 for red wines and 69% for whites. But every brand needs marketing to make his products recognized by distributors and consumers.
Below we give you 12 tips
to develop a wine brand in the Chinese market:
1 Awareness and Education
Organise wine tastings or participate at professional wine exhibitions.
To gain credibility, wine experts are needed to reassure consumers.
Main source of information for Chinese people. Pay attention to your e-reputation. Chinese are more open to digital media than us.
4 Story Telling
Chinese are often interested in the history of wine. A castle with history is a good point to convince the consumer.
A powerful tool for branding in China. Nice videos, beautiful photos and superb posters are always useful for a showcase.
6 QR Codes
It remains a marginal process, but QR codes is a fashion in China.
7 Wine branding
It is important for a brand to understand that if it really wants to enter the Chinese market, it has to invest first in marketing. It was possible a few years ago to find a distributor or importer who would have distributed and promoted your wine. But the market is becoming very competitive and as margins will gradually decrease, Chinese before investing in a domain will ensure secure supplies and gets information about your castle.
8 Communication for wine in China
Communication can be through PR activities; mostly aimed at web magazines and newspapers helps to build the brand image among the general public.
9 Positioning your wine
It is important to know the different levels of wine consumers in China, and then make a relevant positioning based on your target.
Many websites and radio stations provide the message that a glass of wine per day is good for your health as recognized by many scientific studies.
10 Wine and e-commerce
E-commerce is booming in China. Tmall (B to C platforms of online sales) is the giant in this field and attracts millions of users.
Some major wine sites in China are:
11 Wine and social network services
Many wine brand decided to open a Weibo account but have not always been able to communicate skillfully with the public of a brand.
12 Product Placement
Embedded marketing is a form of advertising where branded goods or services are placed in context usually devoid of ads such as movies, music videos, video games or TV shows. It is a good way to targeting on specific groups and to use implicit memory of potential consumers to build a brand consciousness.